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The objective of the study is the designing of e-health marketing campaigns using the principles of project management, with the aim to ensure a successful outcome of social marketing goals. The analysis encompasses certain specific features of social marketing and particular steps in designing social marketing campaigns in e-health. Based on the analyzed concepts, a social marketing campaign is designed for promotion of reproductive health care among women in the Republic of Serbia. The proposed campaign relies on extensive usage of ehealth services. It is pointed out that an appropriate project management is needed in order to ensure a successful outcome of the campaign and the changes resulting in the behavior of the target population.